Consumers question food production practices and demand
greater transparency in the supply chain because the distances
between place of production and place of consumption have grown
larger and become increasingly nontransparent (
La Trobe & Acott,
2000
). Many consumers have reoriented themselves towards local
food, i.e. food that has traveled only short distances or towards
food that is marketed directly by the producer (
Holloway et al.,
2007; Watts, Ilbery, & Maye, 2005
)